Prepping for Black Friday, Consent Mode updates and Backona AI upgrade
Hey! 😀 I'm back with another round of updates from the world of analytics, ads, and tracking. The kind that actually matter if you’re running campaigns or managing data day to day.
This time, we’re looking at Google’s AI Max going global, MS Clarity tightening up on consent, and why now might be the right moment to rethink your tracking setup (especially with Safari’s latest changes 😟), and a new feature in Backona that should save you a few clicks.
Let’s get into it!
1. Black Friday preparations checklist, don't miss out!
Black Friday’s on November 28 this year. Still a bit away, but if you’re running ads, now’s the time to tidy up your tracking so you’re not stressing during Cyber Week.
My personal tips:
Check what worked last year. Which campaigns and audiences drove sales? You can dig through GA4 yourself, or just ask Backona AI to surface those insights fast.
And here is a quick prep list:
- UTMs → Keep them clean and consistent.
- Server-side + CAPI → Helps you recover missing conversions.
- Consent mode → Make sure it fires right for non-cookie users.
- Data loops / Pixels → Send back clean data so algorithms learn faster.
A little prep now saves a lot of chaos later.
2. AI Max in Google Search now for everyone.
It’s basically a one-click setup to plug Google’s AI into your Search campaigns — available in Ads, Editor, SA360, and the API. You can even run quick experiments without messing up your current setup.
I’d say it’s worth giving a try, especially if you’re looking for a quick way to test AI-driven setups without committing fully. Just keep in mind it’s still beta, so proceed carefully!
3. Microsoft Clarity gets ready for Consent Mode enforcement.
From Oct 31, 2025, Microsoft Clarity will start enforcing consent signals in the EEA, UK, and Switzerland.
They’ve refreshed their GTM Consent Mode template, so if you run Clarity via GTM, switch to the new one ASAP.
A direct integration with Google Consent Mode is also expected mid-Sept - if that lands on time, Clarity will just pick up signals automatically.
Until then, update your template and stay compliant.
4. Safari tightens privacy, it's time to go Server-Side.
The Safari 26 update just dropped in September, and with it comes another round of stricter privacy features.
If you haven’t made the switch to server-side tracking yet, now’s a great time to start thinking about it.
It could help you recover up to 30 to 40 percent of conversions that often get missed with standard client-side tracking.
Why it matters? Server-side tracking collects data through secure first-party servers, which makes it less affected by ad blockers and more reliable than methods that rely on browser behaviour. You also get more control over what data is sent, how it’s handled and where it goes.
From what I’m seeing, those who’ve already made the move are seeing stronger campaign performance and more accurate attribution.
5. Not ready for full Server-Side? Try Google Tag Gateway.
With browser restrictions becoming stricter, many websites still relying on client-side tracking are already starting to see clear data loss.
If setting up a full server-side solution feels like a big leap, Google Tag Gateway could be a handy middle ground. It’s a proxy service from Google that securely routes your tracking requests, without the hassle of managing your own servers.
While it doesn’t offer the same level of customisation as a full server-side setup, you still get some solid benefits:
- Improved data accuracy
- Less impact from ad blockers
- Better attribution for your campaigns
It’s a smart, practical choice for teams looking to strengthen their tracking without taking on a full infrastructure build.
Meanwhile, In The Backona Universe…
6. We have added favourites in Backona AI.
We’ve just added the ability to mark saved configurations as favorites in Backona. Handy if you’re juggling multiple setups and want to keep your main one pinned and easy to find.
7. Need a speaker on conversation analytics?
I’ve been doing more and more public speaking lately, especially around conversation analytics and how to actually use it in practice.
If you’re organizing a webinar, event, or internal session and want someone to cover the analytics side of things, feel free to reply to this email.
Thanks for following along, and if any of this sparked questions or ideas, feel free to reach out. See you in two weeks!
